Deliverability is the probability of your emails being delivered to the recipients’ inboxes.
Also often referred to as inbox placement, it can depend on a number of factors, including technical issues (e.g., lack of proper authentication), poor list hygiene, spam filters, or low engagement.
- Inbox Placement Rate (IPR) identifies the share of emails delivered to the inbox rather than the spam. To calculate the IPR, divide the number of emails delivered to the inbox by the total number of emails sent.
- Delivery rate is one of the key email marketing metrics that indicates how many of your emails have actually reached the recipients’ inboxes.
Delivery rate = Total number of emails delivered / Total number of emails sent